( 01 — The brief )
The opposite of a comparison site.
The client wanted the consumer side of the network to feel like the opposite of the cattle market: no account, no password, no directory — and never five phone calls a day. Ask once, in plain English, and be introduced to one suitable local installer. The promise on the tin — “only them, no directory” — had to be true all the way down to the database.
— The client, in every case on these pages, was us. We are a demanding client.
( 02 — The craft )
A funnel redesigned by evidence.
The original form opened with a qualifying question — and the drop-off data showed homeowners falling off a cliff before the product had said a single useful thing. So the funnel was inverted. Now it opens with a journey chooser: a thirty-second callback, a fuller survey and quote, an instant estimate, or “describe it instead” with photos. One question per step, service-specific trust cues along the way, and the commitment questions arrive only after the value is clear.
Privacy is treated as a feature the customer can see: “Hidden location data (GPS) is removed automatically before your photos are saved.” That’s not small print — it’s in the funnel, building trust at the exact moment someone hands over pictures of their home.
( 03 — The engine )
Fifteen services, defined once.
The catalogue is schema-driven: each of the fifteen services — solar to drainage — is defined in one place, and its pages, form steps, admin views and email templates all flow from that single definition. The same engine powers the white-label fleet: an installer’s own branded funnel, reskinned per tenant down to logo, colour and legal identity, on a multisite with on-demand TLS that issues certificates in under a millisecond of decision time.
The customer’s click never waits for the machinery. The thank-you page returns instantly; syncing to the network and sending notifications happen after the response has already left the building. Addresses are verified at source, and every enquiry carries its consent record with it.
( 04 — Foundations )
Verified to the byte.
Customer-facing output is protected by a discipline most teams reserve for compilers: twelve automated harnesses diff every form and all sixty-eight email templates against approved baselines — byte for byte. If a change alters a single character of what a customer sees, the harness catches it before any human does.
Photos are content-sniffed against a strict allowlist, EXIF-stripped on arrival, stored under unguessable names and purged automatically after ninety days. Deploys are atomic with a health check and automatic rollback, and always land on the main site first — a canary before the fleet.
If a single byte changes in front of a customer, the build fails.
( In brief )
- Services
- 15 trades
- Harnesses
- 12 automated
- Emails verified
- 68 templates
- Photo retention
- 90 days